When companies start out, they figure out a better way to do something, and they're very relevant.

People really do want simpler, cleaner food, but this isn't about marketing, it's about delivering.

Delivery is about being more efficient, it's about numbers, and it's about extracting costs.

Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

What is clear is that consumers know a calorie isn't a calorie. There are good fats and bad fats and good proteins and bad ones.

People have been oversold, over-branded, overhyped, over-promised. And they basically trust a small local operator more than they trust the big corporate entity.

Large corporate entities are more untrusted than trusted. And they've earned that by the way they've done things.